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“Back to Basics” Branding Philosophy

“Back to Basics” Branding Philosophy

By Sidney Evans

The most effective brands on Earth are abundantly clear about “who they are” and obsessive in monitoring how consumers see them. Brand architects are often seen as magicians because of their ability to make the unknown known. The plethora of approaches in the marketplace rival Las Vegas in terms of breadth and scope of choices – enough to satiate any appetite. However, this can have a deleterious effect because of the cascading effect of over complicating an already cumbersome process. This is largely because “branding” has become the buzzword of the moment. Surprisingly, I have met very few people that have a robust understanding of the true meaning and the far reaching implications of ineffective messaging.

Branding is identifying what the brand is and ensuring consumers see the same picture. After months of reviewing countless approaches, I would like to humbly submit my branding philosophy. My approach is entitled “Back to Basics” which entails: 1) developing a corporate identity 2) communicating effectively and 3) continuously improving the brand.

Defining The Approach

1) Develop identity:

The most essential step is to have a clear picture of one’s self or business. One of the best ways to do that is through an honest assessment by cataloging words that represent the brand. Then, try to identify a common link between the terms (much like a shoelace on a shoe). Companies without a clear vision & mission statement usually have not completed the exercise above. Next, do a SWOT analysis to help mitigate some of the inherent risk. Lastly, the brand should ask itself what is its unique value replete with value proposition.

Inspired by Douglas Fairbanks, Jr., a young man named Ralph Lifshitz decided to design a wider European style neck tie. With the goal of appealing to the upper crust, he decided to ask a close friend and confidant what the name of the company should be. The friend urged him to name the company, Players, after shunning the other recommendation. Today, we call that company POLO; which now generates billions in revenue. The Company’s brand names, which include Polo by Ralph Lauren, Ralph Lauren Purple Label, Ralph Lauren Collection, Black Label, Blue Label, Lauren by Ralph Lauren, RRL, RLX, Ralph Lauren Childrenswear, Denim & Supply Ralph Lauren, Chaps and Club Monaco, constitute one of the world’s most widely recognized families of consumer brands. Yet, each of these respective sub brands has a very clear identity. For example, Purple Label is the sub brand under the corporate umbrella that speaks to the businessman with the most discerning tastes. Conversely, RLX is the sub brand that speaks to the athlete in the athlete in us all.

2) Communicate:

In my experience, this is the step that most businesses miscalculate. Brand messaging should be an ongoing conversation with the consumer. Yes, I said conversation. The most successful brands are masters at communicating with the consumer as if they were a good friend. Essentially, it is the same as storytelling. Over a period of time, these brands take the consumer through a myriad of different feelings and emotions.

In 1886, a curious Atlanta pharmacist, Dr. John S. Pemberton, had a desire to create a soft drink for soda fountain. During the 1970s, their advertising started to reflect a brand connected with fun, friends and good times. In 1971, Hilltop Singers performing “I’d Like to Buy the World a Coke”, or the 1979 “Have a Coke and a Smile” commercial featuring a young fan giving Pittsburgh Steeler, “Mean Joe Greene”, a refreshing bottle of Coca-Cola. The 80s saw the conversation change with catching sayings like “Coke is It!”, “Catch the Wave” and “Can’t Beat the Feeling”.

They have utilized almost everyone iconic from Arnold Palmer to Ray Charles in order to appeal to a rapidly changing demographic. The conversation has consistent and seamless as all effective conversation should be. The goal is never to information dump but to illicit an emotional response in various forms. Further, all communication must have an end goal before delivered.

3) Kaizen:

The Japanese-Kanji- word “Kaizen” simply means “good change”. Since its inception after WWII to help restore Japan, it has largely come to symbolize what is known as continuous improvement. The need for constant re-tooling of one’s messaging can’t be overemphasized. It must be calibrated & re-calibrated based on a multitude of factors. Therein lies the challenge faced by most individuals & companies in this genre. Inexperienced companies develop an initial strategy and it never evolves. Perplexing.

In 1975, an innovative entrepreneur decided to open a discount brokerage in Sacramento, CA which was an anomaly at the time. Through this innovation, the company immediately became known for its ability to morph in an effort to cater to customers’ needs. They began with very client focused messaging offering extended customer service hours and being the first to offer 24-hour, 7-day-a-week order entry and quote service. By 1985, the company saw enormous growth with revenues topping $7 billion. By 2002, this company – known as Schwab – had launched an alternative for investment research, Schwab Equity Ratings®, and two new advisory services for affluent investors, Schwab Private Client™ and Schwab Advisor Network. By 2004, Schwab began the bold move of refocusing on clients’ needs. The “Ask Chuck” campaign is a great illustration of a brand that continuously has improved based on the brand value of customer service and value. Clearly, it was a smart departure for a company that could have eventually self-imploded if not for continuously improving.

As I stated earlier, this process is much like an artist before he begins to paint his next great masterpiece. It requires enormous skill & healthy dose of creativity. Please be aware that the brands usually have one opportunity to get this correct. Based on that fact: a) Don’t rush b) Think outside the box c) Seek inspiration everywhere. Think of it as a puzzle that may start one day and continue a little more every day.

What’s the best choice for my business: A Marketing Agency or an Advertising Agency?

What’s the best choice for my business: A Marketing Agency or an Advertising Agency?


What’s the best choice for my business: A Marketing Agency or an Advertising Agency?

When it comes to investing in marketing, small or medium sized businesses often face a confusing number of choices – and are at greater risk if their choices don’t yield results. Many growing businesses understand that an agency partner can offer a greater value than an in-house team, but how do you choose? The terminology alone can be confusing. For example:

How do you choose between a marketing agency and an advertising agency?

First, let’s examine the difference between Marketing agencies and Advertising agencies.  

Advertising: The paid promotion of a message, usually in the form of online ads, television, print, radio, outdoor advertising, or other paid placement. Advertising is just one form of marketing.

Marketing: The comprehensive planning, implementation and control of a variety of targeted activities designed to connect a business with its audience. These activities may include advertising, but also extend to a much wider set of variables such as your brand identity, tone of voice, personality, logo, website, social media activity, events, email campaigns, brochures, catalogs, signage, co-branding, and more.

There are agencies that specialize in advertising, but most modern “Marketing Agencies” will offer solutions and delivery in both areas.

To decide whether you need a marketing agency or an advertising agency, ask yourself:

-What skills do we have internally to meet our goals?

-What additional services and skills do we need?

Then consider your options. Below are a few of the most common:


 If you have the internal resources (a marketing specialist on your team) and experience to confidently do the strategic and development processes needed to prepare your product or service for the market, then you can probably go straight for an advertising agency to get your product out there.


If you don’t have the internal expertise to ensure consistent, efficient marketing implementation then you may be better served by a comprehensive marketing agency. Look for a multidisciplinary team with a solid portfolio of work that matches your needs. Once you have a solid brand and communication strategy, you can always bring in a specialized advertising agency to handle direct and online marketing (if your marketing partner does not already offer these services).


Many marketing agencies offer Integrated Marketing Solutions, which include advertising and promotion as part of the overall marketing package. The obvious benefit is a streamlined process and a team of experts that understand every aspect of your marketing and business goals. Working with just one agency from development to delivery also makes it easier to flow-in important additional communication pieces as needed, such as exhibitions, seminars and customer relations programs, an important value that gives you the flexibility it takes to remain competitive in a constantly shifting marketplace.

An integrated marketing agency like Symbicore will not only work with you to put together a comprehensive marketing strategy, they will also provide you with everything from a modern, engaging website to social media management and ad campaigns.

Contact us today to learn more about our integrated marketing solutions, designed especially for growing businesses.

Image credits: <a href=”http://www.freepik.com/free-vector/vectors_802220.htm”>Designed by Freepik</a>
How to choose the right marketing agency

How to choose the right marketing agency


How to choose the right marketing agency

Choosing the right marketing partner is an important and often overwhelming decision for most small to mid-sized businesses. Once you have made the decision to hire an agency, what comes next? There are a few things to take into consideration.


  • Look for an agency with specific expertise and experience that fit your goals, vision and values.
  • Know your budget before you start and make sure your goals are clear and defined.
  • Before you start it’s important that key-decision makers and team members are clear about the selection criteria and desired outcomes. This will save time and potential frustration later on.
  • Ask for recommendations from local businesses. Are there any local brands you admire? Ask who their marketing partners are.
  • Review the websites of marketing agencies in your area. Check out their prior campaigns, do background research on the agency and the kinds of clients they work with.

Contact the standouts

Contact the agencies that stand out for you. Provide them with information on your current marketing strategy and how it’s working/not working. Outline your goals for the future. Provide basic information about your customer type, where they can be found, sales/revenue, client growth and expectations for future growth, tactics and your marketing budget. You may consider writing an RFP (request for proposals) or a less-formal RFI (request for information). These documents help tell agencies what you are looking for and give you a baseline for evaluating offers.

Of the agencies that respond positively, narrow your list down to the ones you think will be the most compatible with your business model and goals.


Here you will be looking for compatibility with your organization and business culture. You are making an important investment into the future, so take your time and make the most informed choice. If it’s possible to meet representatives face-to-face, do so. Try and have a standardized way with which to rate them against each other. It’s wonderful if they are charming, but it’s important that they can deliver and have the right skills for your needs.

Key Interview Questions:

Do they understand what your marketing needs are? Do they understand the nature of your business?

Are you on the same wavelength?

Ask them to tell you about similar clients. How did they deal with challenges? What were the outcomes? Here you are looking for their ability to demonstrate critical thinking and find solutions to problems.

Ask about their level of expertise in both traditional and digital marketing. Who are the marketing experts that would be working on the marketing strategy? What are their backgrounds and experience?

What tactics do they see as the most important?

Get an idea about what they could provide with different budget levels (high, medium, low). Don’t be afraid to provide your budget or a range that you are comfortable with. Most agencies can offer tailored solutions to fit your needs. If they can’t speak candidly and transparently about cost – take it as a red flag and proceed with caution.

Important. Do they ask you the right questions? Are they really listening to your specific needs and requirements? Do they seem able to develop creative and innovated ideas on delivery?

Is the energy there to follow through?

Choosing wisely

Make sure you have done the background work on verifying the success of prior campaigns. Ask for references.

Do they have a good track record?

Meet with relevant team members and measure the finalists against your detailed selection criteria.


Try starting with a small project or short-term contract to get a feel of how they work and how you work as partners.

Remember: you don’t want a service provider; you want a partner as invested in your success as you are.

Are you looking for the right marketing agency in Winnipeg, Canada or North America? You can contact us and get your questions answered.

How color influences branding

How color influences branding


Once more, Sidney Evans, leading expert in Branding & Communications, shares brand building concepts to delight us with the intricate emotional side of the brain and the impact color produces on perception.

How to Effectively Use Color When Branding

All along the article, you will understand through examples how top brands have made use of color to build a solid recognition and long lasting effect on consumers.

Whether you are working on a new brand for your business, product or service; or you’ve already decided which color palette will identify your brand; we invite you to take the branding color quiz and explore brand building process.

Brand building

If you’re not still ready to make a color selection for your brand, take a look at the Color Emotion Guide at the top and align your brand to the concept of trust, balance, optimism or any other that matches your unique value proposition.

Ready to create your next brand?

New App Launch Announced: Tupic, a blockbuster app for blockbuster fans

New App Launch Announced: Tupic, a blockbuster app for blockbuster fans

Tupic: A fast, innovative and user-friendly mobile app designed for blockbuster fans – giving them a way to create, manage and share movie watch-lists.

Symbicore Inc. – June, 2015 – Symbicore is proud to announce the launch of Tupic, a mobile app that allows easy customization of watch lists for movies, available on the App Store for iOS devices.

Tupic is the perfect movie lover’s app where movies can be searched for; added to customized watch-lists; reviewed and compared; rated and then shared through social media.

Tupic App

Tupic is a customizable and easy to navigate solution – it’s unlike other movie sites where databases are incomplete and functionality is poor.

Tupic provides functional screens to search, check ratings, add movies, and share on Facebook, Twitter and Tumblr to let your friends know what movies to hit and which ones to miss.

To get Tupic, simply download it from the App Store for USD 1 and gain the ability to:

  • Compare reviews from IMDb and Rotten Tomatoes
  • Add your own movie ratings
  • Share a single movie or entire watch-lists with your friends
  • Create customized watch-lists, delete them or rename them as often as needed

To download the app, visit Tupic website at www.tupicapp.com and click on the download button.

If you would like more information about Tupic, or you would like to schedule an interview, please contact:

Alexis Walter, Operations Strategist at Symbicore Inc.

Phone: +44 077 1384 4427

Email: alexis@symbicore.com

Website re-launch for sought-after development

Website re-launch for sought-after development

CLAIRMONT, ALBERTA (May 14, 2015) – Today Westshield Developments Ltd. announced the website relaunch of their Northfield Landing residential project in Clairmont, Alberta.  The redesigned site offers detailed information about all aspects of the family-based development, including the recent opening of sales for Phase 2, announced after strong demand left Phase 1 almost completely sold out.

The site details the key attributes that have buyers so interested: peaceful surroundings, affordable family living and close proximity to work, school and recreation. The updated site provides convenient online access to available lots, community maps, preferred builders, investor information, and contact information for those who want to arrange a visit or learn more about the opportunities available.

Visit http://northfieldlanding.ca to discover for yourself what Northfield Landing has to offer.

Westshield Developments Ltd. is a Canadian residential and industrial development company dedicated to realising potential and creating possibilities. We are committed to providing a fair, positive and transparent experience for builders, investors, and home buyers alike.

Benefits of Externalizing Marketing Activities

Benefits of Externalizing Marketing Activities

More and more companies are looking outside their boundaries to fulfill a variety of business functions, including delegating their marketing activities to experienced consultants as a way to optimize costs and increase measurable outcomes from their marketing goals.

Tactically speaking, the launch of a new brand, product or marketing campaign is critical to a firm’s success. The brand building process is extensive, integrated, and requires an experienced marketing team that some businesses may not have at their disposal. According to the Harvard Business Review, 53% of marketing executives are planning to externalize their marketing activities.

Expert staffing

The cost of acquiring quality talent for small and medium sized companies is often prohibitive. The diversity of talent needed to fully execute and measure a successful marketing campaign can be overwhelming. Hiring an experienced consultancy gives these companies access to the breadth and diversity of talent they need to get ahead in the marketplace. In addition, hiring an experienced marketing team can help ensure customer relationships remain robust as well as ensuring the end user sees the intended value of the campaign.

Employment costs

Operating costs are the Achilles’ heel of most businesses. The costs associated with hiring just one experienced marketing manager can seem insurmountable for most small and medium-sized organizations. Experienced consultants can scale their solutions to meet both your marketing efforts and employments costs. By utilizing a consultant, your business will be able to work without a marketing manager and navigate marketing challenges with minimal cost to the organization.

Strategic perspective

Neutrality is often your best ally when developing marketing strategies and solutions. Externalizing your marketing efforts can bring coherence to the multiple visions within your organization and centralize the work with a disciplined and strategic execution plan.


One of the most beneficial outcomes of externalizing marketing efforts is timely execution of marketing goals. Time is a precious asset when aligning all the activities needed to create and maintain a sound business plan. With the awareness that planning is a fundamental process for business growth, you cannot afford to delay the creation, refinement and execution of your business plan.

Planning and monitoring

Defining goals is essential to produce measurable outcomes for your company. The progress of any plan must be soundly implemented, monitored, tested and revised accordingly. By externalizing their marketing, companies benefit from the flexibility to adjust the plan without the bias of internal judgments.

Achieving your business goals can be an arduous process without an experienced marketing team, and almost impossible if you don’t have the bandwidth for planning, executing and measuring your efforts. This very delicate balancing act can often be made seamless with the utilization of experienced consultants.

For more information about how we can support your marketing needs, contact us. We’d love to start a conversation.

Plug & Play Marketing:  Innovative. Customizable. Affordable.

Plug & Play Marketing: Innovative. Customizable. Affordable.

“It´s not how big you are, it´s how big you play” – John Wooden

So you´ve started your business, found some clients and enjoyed the first sweet taste of success, yet for some reason business is not growing. You did everything right. Your clients are all satisfied. Still, no new clients have appeared to take their place.

It’s time to take a good hard look at your marketing strategy.

Is your offering a meeting your customer’s needs? Are you speaking in a way that strikes an emotional chord with your audience? Are you speaking to the right audience? Are you marketing in the places where your target engages regularly? What are you doing that’s working and what are specific, actionable areas for improvement?

Planning and executing a solid marketing strategy requires a keen look at all factors that affect your ability to succeed in the marketplace, including understanding your consumer, the competitive environment, and the resources you have available. You’ll need a combination of strategic and creative thinking to leverage those resources in a way that will deliver measurable results, and you may need an experienced team to help you get there.

Many businesses in this situation simply can’t afford to hire the marketing experts they need, but there is another effective and affordable option.

Introducing the Plug & Play Marketing Team:

  • A cost-effective solution you can control
  • An agile methodology to implement the right strategy for your business
  • Responsive execution and monitoring capabilities

How can a Plug & Play Marketing Team help your business?

This affordable solution gives you everything you need to create and execute an efficient marketing plan. It’s also flexible and puts you in control, so you can evolve to increase sales without the investment of an in-house department. You contract an expert team for a defined set of tasks, then Plug & Play the marketing solution based on your needs.

What kinds of services are included?

Symbicore offers a wide range of services to improve your business performance, including:

  • Market Research & Analysis
  • Strategy & Planning
  • Creative Direction & Design
  • Digital Development
  • Marketing Management
  • Consultancy in Marketing, Sales, Technology, & Business Development

The team works with you to identify your goals, develop a strategic plan for your business, and then gives you a packaged solution. All you have to do is “plug it in” and watch it play out. This lets you scale each solution to meet your needs and your budget.

Symbicore’s solutions follow a simple, structured approach: Relevance, Differentiation and above all, Authenticity. You have something of value to offer; we help ensure your target knows about it, takes an interest, and that it’s easy for them to buy.

Businesses we´ve helped include, LiveStyle, Tupic, Renov8tors, and The Bridge Drive-In, Thrive Mental Health. Our clients are our best reference and our best partners.

Contact us today to discuss how Symbicore’s Plug & Play marketing solution could help you meet your business goals.

At NotMine, every belt means one less landmine.

At NotMine, every belt means one less landmine.

New ethical clothing company removes one landmine for every belt they sell.

November 2014 – Livestyle just launched its first project: NotMine. Livestyle is a global medium used by designers of change for designers of change. Its mission is to support consumers to be the change they want to see in their world.
NotMine offers buyers the opportunity to sponsor the removal of a landmine for each belt they purchase, helping eliminate the remnants of war that continue to terrorize millions of people around the world.
Made of ecologically treated leather, each belt is stamped with the number of landmines left in the world. The number counts down as each belt is sold, making each one unique. NotMine documents each detonation and sends the customer the video of the removal of the mine they have sponsored.
Buy your belt today at FundedByMe and help rid the world of dangerous landmines!
NotMine’s fresh new website was developed by Symbicore, a global branding, marketing, and digital design partner to trusted businesses around the world. Symbicore also developed the company’s logo, brand guidelines, social media and digital strategy. Contact Symbicore at hello@symbicore.com to learn more about how to grow your business and consolidate your marketing strategy.

4 Things Top Brands Do Differently

Great brands are operationalized. They’re built to do what they say and say what they do. When a brand delivers on its promise consistently and well, customers view them as authentic, trustworthy, likeable and, ultimately, valuable.

Those who manage such successful brands know 4 things that others don’t: what their customers value, how to turn customers into brand ambassadors, how to live by their mission statements and how to create a powerful organizational culture.

  1. Your customers go first

It’s surprising how often this seemingly obvious rule gets overlooked. When you have a deep understanding of your customer, their daily realities, desires and needs, you can offer the right solutions, in the right locations, at the right price. Most importantly, you can create a relationship between your brand and your consumer that has immediate bottom-line impact and long-term results.

Focusing more on business realities than your audience will result in failure, every time. Knowing your customer is the not-so-secret yet too often disregarded ingredient for brand success.

  1. Your customers are your best ambassadors

Understanding and creating solid relationships with your audience is key if you want to turn your customers into brand evangelists, and your goal should be to do just that. Now more than ever consumers are sharing their brand experiences with others, whether good or bad. A positive relationship with your customer means greater referrals, lower customer acquisition costs and a dramatic increase in brand awareness and value that no amount of direct marketing spend can match.

Studies of consumer psychology also show that when your customers recommend you, they’re much more likely to remain loyal to your brand or business.

  1. Your mission and values set your foundation

The actions of any great brand are built upon foundational values. They have a powerful and compelling purpose which unites and focuses the actions of those who serve the brand.

Businesses with a long term commitment to their mission and values are more often the brands with high levels of profitability, higher levels of trust, liking, affinity, recognition, respect, authority and power attributed to their  brand.

There’s a very practical reason for this. When every employee from the receptionist to the CEO can ask themselves, “does this align with the brand’s values?” and, “will this help fulfill our mission and purpose?”, when these core tenets are clearly defined and understood, every employee’s actions and decisions align as part of a cohesive whole. The result is a strong, unified brand.

Even as team members change, the brand remains consistent. New employees are able to quickly integrate and make sound strategic and tactical decisions based on the preset principles of the brand – driven by well-defined and focused behavior – not by the employee’s personal opinions or lack of brand understanding.

This brand equity directly affects profitability. In essence, great brands enjoy the compound interest derived from consistent and congruent decisions over time.

  1. Corporate culture matters

If your existing corporate culture doesn’t deliver positive value to your employees and customers your marketing costs will continue to increase even as your brand equity, market share and profitability decline. The more money you pump into marketing a poor customer experience, the quicker your brand will rot with it. The more the quality of your workplace degrades, the harder it will be to attract and retain the talent you need to grow. Both require a healthy corporate culture to thrive.

Quite simply, culture is the foundation from which your business succeeds or fails. Business leaders are responsible for promoting the kind of corporate culture that is both positive and productive. In fact, their company profits and long-term viability depend on it.

Culture builds or destroys and great leaders create great cultures.


Author bio:

Robert Wright specializes in strategic and tactical branded sales and business development, offering support to many of the world’s biggest companies.

The social and psychological well-being of society is of the utmost importance to Robert – in ten years’ time Robert will retire to focus his energies on supporting disadvantaged social groups in developing their own businesses and helping empower them to achieve their full human potential.

In the meantime, Robert will continue to develop and support the success of the customers served by his companies, whilst empowering his colleagues and staff to be brilliant people and professionals.

You can follow Robert’s updates and articles at LinkedIn